EDRINGTON, the premium spirits company, has announced it is to re-present its Naked brand with a new identity.
It comes following the launch of Naked Malt, formerly Naked Grouse, which will see no change to the award-winning whisky – instead, it will be packed in a new 100% recyclable packaging. The bottle, which remains transparent to showcase the liquid, is embossed with a Naked first-fill sherry cast, in homage to the ‘unique’ process and flavour it embodies.
Edrington explained that Naked Malt’s flavour is enhanced through the use of first-fill Oloroso sherry casks for six months. Because they’ve never held whisky before, they impart the ‘best’ flavour and cask character to create a ‘distinctive’ taste that is rich and fruity yet ‘versatile’ for any preferred serve.
Elaine Miller, global brand controller at Naked Malt, said, “For our consumers, the whisky category can be difficult to navigate and bound with conventions they don’t want to be constrained by, so for us, it’s about making whisky more accessible. We want to give a new generation the freedom to try whisky their way, whilst providing the reassurance of a great quality, versatile liquid.
“The new bottle design reinforces our ‘Naked’ cask story, and our ‘Naked’ bottle itself is stripped back because we want to liberate the whisky and let the quality shine through. We also took this opportunity to ensure that all packaging components are 100% recyclable, a key consideration for our consumers.”
Diane Stuart, Naked Malt master blender, added, “Naked Malt is blended using some of the finest Scottish single malts, each selected for its quality and individual flavour. Every cask of Single Malt Scotch whisky selected for our blend is nosed to ensure it meets our exacting standard.
“By extra maturing Naked Malt in first-fill Oloroso sherry casks, we deliver quality and intensity of flavour enviable in the contemporary whisky category. We create the perfect balance of sweet, fruity character from the American oak with the rich, dried fruit and spicy notes from the European oak to produce Naked Malts signature flavour. But what matters most is that you enjoy it whichever way you like.”
